What was the Challenge / Background of the Campaign?

What was the Campaign Objective?

To create TV home shopping material for the high street retailer that would generate direct sales and create a credible new TV brand for consumers outside their traditional catchment area of London and the home counties.

What was the Solution?

Two hours of TV shopping material, three minute adverts, instore videos and a video on demand (VOD) solution for their transactional website. The fully-branded, Clearcast-approved content was shot in our retained state of the art TV studios in west London, utilising a bespoke kitchen set and complemented with unique on screen graphics and data gloves. We bought specialist teleshopping window airtime in the final quarter of 2012 across a range of key and indexed TV channels - both shopping and editorial - and optimised all the content throughout the campaign.

What were the Results?

The campaign funded itself, even without taking into account any uplift in sales in their high street store portfolio.

What were the Key Learnings of this Campaign?

That the campaign funded itself was a result of careful use of production, creative and continued optimisation of the campaign across digital and TV. The Specialist Works have a wealth of experience within this sector and were able to use that knowledge and experience to drive some great results for Robert Dyas.